they are trying remind us they used to be cool. they brought out this 1956 lincoln continental that belonged to elizabeth taylor painted to the color of her eyes. lincoln is trading on 90 years of history and loyalty, hoping drivers will once again think lincoln stands for luxury. for cbs "this morning," ben tracey, los angeles. >> ford ceo alan mulally along with jim farley. welcome. what i want to know what did you tell him, what was at risk here and what he had to do in order to take an old name and give it new life? >> well, clearly, neat to be here with jim because jim is known around the world for his experience on the luxury brands. to have jim lead the reinvention of lincoln is very exciting and, you know, all good companies have a tremendous luxury premium brand associated with them also. this is our chance to really bring -- >> a lot of money on the line. >> very important. as you can see from that new mkz we have a right product. >> what choices did you make, jim? >> we have to surprise people with the product. new mkz.